Uplift Modeling

Uplift Modeling (1 day)

The analytical method to optimize for influence is uplift modeling. Uplift modeling is a powerful technique to optimize marketing decisions, to define personalized medicine protocols, or, more generally, to identify characteristics of individuals who are likely to respond to an intervention. Also known as incremental modeling, true lift modeling, persuasion modeling or net modeling, uplift modeling differs from traditional modeling techniques in that it finds the interactions between a treatment and other variables. It directs focus to individuals who are likely to react positively to an action or treatment.
This course covers the most important concepts of uplift modeling – from data exploration, feature engineering, sampling strategies, uplift modeling algorithms and novel ideas of model deployment. The course focuses more on practical business solutions and operationalization modes rather than the underlying theories of the different uplift modeling algorithms.

Course Outline

  • Introduction to uplift modeling and challenges
  • Fields of applications and best practices
  • Data preparation and feature engineering
  • Sampling strategies for uplift modeling
  • Uplift modeling algorithms
  • Model assessment and model comparison
  • Model deployment

Who should attend

Marketers, campaign manager, data scientists, statisticians, business analysts, and market researchers who need to get started with marketing optimization techniques and want to make better use of their data.

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